Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.75> Article
Research Article

The Aesthetics of Empowerment: How Social Media Markets the “Independent Woman” in the Age of Algorithm

Jinrui XuThe University of Sydney*

* Corresponding author: [email protected]

Abstract

In the era of social media and consumer culture, the concept of "independent women" has undergone a significant transformation - from a politically grounded and critical idea to a commodified and visually standardized ideal image. This article explores how brands and social platforms utilize the narrative of women's independence strategically to serve commercial interests. Drawing on gender studies, media theory, and consumer culture, this article employs text analysis, case studies (such as Tmall's "Queen's Day" and SK-II's advertisements), and public sentiment observations obtained from platforms like TikTok, Xiaohongshu, and Weibo. The article finds that algorithm-driven recommendation systems and culture prioritizing labels favor aesthetic and consumable female images, while influencers actively replicate these images to conform to the logic of traffic flow and brand sponsorship. Although such depictions resonate with some members of the public, they also trigger "independence anxiety" and criticism of "false autonomy", especially when women strive to meet narrow idealized standards. Ultimately, this article argues that discussions on gender issues in the digital age should adopt a more inclusive and morally conscious approach.

Keywords: Commerce; Independent; Women; Social media; Consumer
Published: August 20, 2025
DOI: 10.54254/2753-7064/2025.HT26143
Volume: CHR Vol.75
pp. 40-45
Download PDF

References

  1. Shao, C. (2023). The influence of consumer culture on feminist consciousness in social media field. SHS Web of Conferences, 179, 03010. https: //doi.org/10.1051/shsconf/202317903010
  2. Banet-Weiser, S. (2018). Empowered: Popular feminism and popular misogyny. Duke University Press.
  3. Ghasemaghaei, M. (2024). Ethics in the Age of Algorithms: Unravelling the Impact of Algorithmic Systems. Information Systems Journal, 34(2), 156-178. https: //doi.org/10.1111/isj.12572
  4. Du, C. (2022). Did We Forget the CEO? Exploring the Algorithmic Marginalization of Female Business Influencers in China. In Proceedings of the 55th Hawaii International Conference on System Sciences (pp. 2642-2651). https: //doi.org/10.24251/HICSS.2022.324
  5. Metzler, H., & García, D. (2023). Social Drivers and Algorithmic Mechanisms on Digital Media. Perspectives on Psychological Science. https: //doi.org/10.1177/17456916231185057
  6. Rogan, F. (2023). Evolving notions of consumption, “influencing, ” and post-feminist digital femininities. Global Storytelling: Journal of Digital and Moving Images, 3(1). https: //doi.org/10.3998/gs.5859
  7. Zhou, Y., & Li, X. (2024). Postfeminist digital labor and lifestyle branding on Xiaohongshu. Pacific Focus, 39(1), 123-150. https: //doi.org/10.1111/pafo.12260
  8. Zhang, Z., & Luo, Y. (2023). Female image construction and consumer culture logic in the “She Economy” on social media platforms: A case study of Xiaohongshu. Jiangsu Science Forum, 2023(5), 85-89.
  9. Fraser, B., Hillis, K., Lewinski, M., & Zuboff, S. (2021). Roadmap: Holding social media platforms accountable. Center for International Governance Innovation. https: //www.cigionline.org/publications/roadmap-holding-social-media-platforms-accountable/
  10. Ghasemaghaei, M. (2024). Ethics in the age of algorithms: Unravelling the impact of algorithmic opacity on user agency. Information Systems Journal, 34(1), 5-24. https: //doi.org/10.1111/isj.12411